The ad slogan "Plop, plop, fizz, fizz, oh what a relief it is" probably activates an earworm to every reader over the age of 50. Earworms are musical sound bytes -- marketing jingles and song snippets -- that once active are hard to shake. Alka-Seltzer's popular "plop, plop, fizz, fizz" campaign marks a generation of U.S. based consumers who saw and heard it repeatedly.
Traditionally, earworms happen by accident. Now linguistics, neuroscience, and psychophysics are showing us how to make earworms on steroids:
At NextStage, we call such things brainworms. The formula we use brings together basic principles that tap into consumers' natural brain tendencies to better brand your audience. It's an easy and straightforward methodology that's both inexpensive and proven with some major brands. Here's the recipe to create your own brainworms.
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I love this article--the focus on the neurological aspects of marketing is just what I've been trying to incorporate into copy, graphics, and video. I'd love for you to go more in-depth in future posts! Great to have a more academic article about this topic--thanks!
Working for a digital agency that focuses on web development and branding, it was interesting to read a piece that focuses on internal factors playing a role in branding. People often focus on the external so much that they forget that vital component of human nature, which is ultimately what attracts or detracts us to brands in the first place.
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